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Channel Activation Manager - Off Trade

Campari America

Campari America

London, UK
Posted on Tuesday, October 24, 2023
Campari Group today is a major player in the global branded spirits industry, with a portfolio of over 50 premium and super premium brands, marketed and distributed in over 190 markets around the world, with leading positions in Europe and the Americas.

Headquartered in Milan, Italy, Campari Group owns 22 plants worldwide and has its own distribution network in 22 countries, and employs approximately 4,000 people.

Shares of the parent company Davide Campari - Milano N.V. are listed on the Italian Stock Exchange since 2001. Campari Group is today the sixth-largest player worldwide in the premium spirits industry.

Role Overview

Campari Group is looking for an Off Trade Channel Activation Manager to join the growing Channel & Customer Marketing team based in London, United Kingdom.

This role will be key to unlocking opportunities predominantly across our portfolio of Spirits focusing on Wray & Nephew, Magnum Tonic Wine and Aperol within the Cash & Carry and Convenience channel. They will do this by understanding our brand and customer goals and executing our activation and POS plans with excellence in the right accounts to reach our target consumer.

They will lead the development of channel/brand activation plans from planning through to delivery and evaluation. They are responsible for aligning internal stakeholders across multiple teams, managing agencies from brief to evaluation, assigning budgets and working with key customer contacts to ensure our plans are delivered on time, to budget and with maximum ROI.

Key Responsibilities And Activities

Strategic Planning:

  • Supporting the Annual Commercial Planning cycle, to help develop and deliver Strategic Channel/Brand Activation plans across a selection of priority portfolio brands – these will be aligned to Brand and Channel objectives/ strategies.
  • Use consumer/shopper and customer insights to develop activation plans across Off Trade Channel.
  • Ensure and align plans to path to purchase strategies and key sales drivers.
  • Help build set of channel /brand plans including SMART objectives, strategies and key initiatives.
  • Develop Activation briefs aligned to plans and lead / brief and execute best in class activation – working with strategic partner agencies and key customer contacts.

Channel /Brand Activation:

  • Contribute to the design and execution of best in class key channel/customer activation that can be tailored /adapted by the commercial team, feeding in specific customer /consumer insight and best practice.
  • Day to day management of point of sale and gifts with purchase: from creation to stock management.
  • Management of a defined group of agencies for production requirements and ensure value for money by establishing framework service agreements and rates

Evaluation / Measurement:

  • Ensure that brand visual identities and communication guidelines are properly controlled and executed in all activity material and communications with an eye on implementation
  • Aligned to the business RASCI process, sign off all communication /POS materials to be executed (where relevant with support of Channel Marketing Manager)
  • Monitor, track and evaluate activity success vs. agreed objectives/ KPIs and ROI model in place.
  • Use consumer research /data where possible to evaluate /overlay activation success.
  • Ensure effective tracking and management of the activity budget including raising of PO’s

Internal / External Customer Partnerships:

  • Build and establish excellent relations with Account Controllers/ Managers and foster partnership approach to building /shaping channel and key customer plans as required
  • Establish working relationship with key customer contacts to influence and ensure activation compliance and all activity programmes remain in line with brand and customer objectives / strategy
  • Provide timely communication to sales teams across activation including face to face communication and updating sales /promo materials
  • Regular trade visits to ensure effective program execution and gain competitor understanding
  • Reporting, monitoring of activation and analysis of brands performance within channel in accordance with overall channel reporting and make any required remedial recommendations

Brand Marketing Partnerships:

  • Work closely with Brand Marketing Managers to ensure clear and effective communication and understanding of brand/channel performance and plan delivery.

Key Relationships

Reporting Lines:

  • Reports to Channel Marketing Manager (Off Trade)

Other Internal Relationships:

  • Broader Customer Marketing team, including Bartender Advocacy and Insights teams
  • UK Brand team
  • UK Off Trade Commercial team
  • Global Channel & Customer Marketing teams

External Relationships:

  • A range of creative and production agencies
  • Tier 1 customers (nb Booker, Dhamecha, Londis, Nisa)

Experience And Skills


  • 3 Years minimum Marketing /Commercial experience – preferably working in POP activation/ execution (client and or agency side)
  • FMCG and or drinks industry background - with experience of channel/category dynamics at POP
  • Customer/Shopper Marketing experience and or Commercial – either in field or national account sales
  • Off Trade ‘Retail’ Channel Experience / Knowledge
  • Agency Management and Budget Management
  • Understanding of Shopper Dynamics – experience of building/ shaping channel/customer activation plans – that align brand and customer goals


  • The candidate we are looking for will be dynamic, confident, a good communicator and team player, able to work independently and with cross functional teams to plan and deliver important channel/customer activation projects
  • Excellent organisation: thrive at managing multiple projects and priorities in multiple accounts
  • They will be insight driven – able to use consumer/ shopper or category insights to influence and support channel/customer brand plans
  • They will be results driven, committed to delivering and exceeding goals and targets set
  • Pragmatic and problem solving approach
  • Can work independently with a can do attitude and ability to work proactively
  • Good communication skills both oral and written
  • Strong team player – ability to work cross functionally as part of ‘virtual teams’
  • Commercially aware – able to understand and implement ‘ROI’ driven activity

‘Together’ is the way we see our business, a joint effort by ourselves, our customers and partners, working with passion behind every brand and every cocktail being served. Together we embrace our own responsibilities and share our knowledge and best practices, accepting failures and helping others to do the same, with honesty and courage. Together we break any cultural, organizational and geographical barriers, working across countries, businesses and functions, trusting each other on the ground of the values and common goals we share.

In Campari Group we believe in building more value together, thus we see diversity in all forms as a source of enrichment. We do not and will not discriminate in employment and personnel practices on the basis of race, sex, age, disability, religion, national origin or any other basis prohibited by applicable laws, regulations and ordinances.

  • ork independently with a c an do attitude and ability to work proactively

Our commitment to Diversity & Inclusion:

At Campari Group we believe in building more value together, thus we see diversity in all forms as a source of enrichment. Our employment policies and practices ensure that we are committed to providing equal employment opportunities in all aspects of employment without regard to any individual’s race, religion, creed, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, sexual orientation, gender identity or characteristics or expression, political affiliation or activity, age, veteran status, citizenship, or any other characteristic protected by law.

Note to applicants:

Your application will be assessed based on your abilities, expertise, general knowledge and experience, not because of any confidential, proprietary or trade secret information you may possess. You must not disclose to Campari Group any such information. In the event that you are asked a question that cannot be answered without disclosure of any confidential, proprietary or trade secret information (including from a current or prior employer or their vendors or customers), you must decline to answer the question.

Notice to third party agencies:

Please note that we do not accept unsolicited resumes from recruiters or employment agencies. In the absence of a signed Recruitment Services Agreement, we will not consider, or agree to, payment of any referral compensation or recruiter fee. In the event that a recruiter or agency submits a resume or candidate without a previously signed agreement, we explicitly reserve the right to pursue and hire those candidate(s) without any financial obligation to the recruiter or agency